MSD Animal Health was shifting to a direct-to-customer model across its product portfolio – a strategic move to bring ecommerce in-house and create a more consistent, efficient experience for a diverse customer base, including veterinarians, farmers, retailers and end consumers.
Over the course of a year, I worked closely with MSD’s ecommerce team to explore and define the key user journeys – from product discovery and configuration to repeat ordering and account management. The goal was to make the process faster, simpler and more intuitive for every user type.
We designed a scalable ecommerce template and modular design system that could flex across regions, product categories and brands. Allflex – a newly integrated company specialising in animal identification and monitoring – became the first implementation and test case of the new platform.
